LISTEN. LEARN. TAKE ACTION.

SRAM continues to be deeply impacted by the many recent events of racial inequality and social injustice, which we see as manifestations of broader societal issues. At SRAM, we care about people, and we care about making the best possible products for cyclists. Our purpose statement is, “We believe in the power of bicycles and expanding the potential of cycling. We create and manufacture components that inspire cyclists.” While product development and manufacturing have always been part of our DNA, we have more recently increased our efforts to expand the potential of cycling, particularly for Black, Indigenous, People of Color (BIPOC) and women.  

For us at SRAM, this is a people issue. It is about standing alongside our team members, athletes, and local communities. It’s about having a kind heart, doing what is right, and believing that we must treat each other equally, regardless of our differences. We are a bike company made up of people who care about people. Our brands have a worldwide audience, and we feel we have a responsibility to support those voices that are not being heard on this matter that means so much to us.  

SRAM believes in equality and diversity. We embrace the ability to have debates without compromising respect for others. We also hold ourselves and our representatives to a high standard and will act if any communication–including imagery, statements, and public activities, including social media–does not convey that respect. We also expect that our representatives understand they are accountable for their words and actions and have signed agreements with that clear understanding. That responsibility and accountability have been further clarified in all partnership agreements starting in 2021. 

We know that we are on a journey with these efforts, we acknowledge that there is more work to do, and we recognize that our words must translate into action. 

Our Action Plan 

SRAM is committed to engaging with our team, and our community members to listen, learn, and act, as both students and as leaders, in achieving equality for people of various backgrounds and perspectives, including ethnicity, race, sexual orientation, gender, and physical and cognitive impairment. We want to do more to support those who have been discriminated against and disenfranchised. We can do more to understand and support each other and build a more inclusive cycling community. We also recognize that we may not always agree, but we will respect differing points of view, and we will listen to learn and improve.